Seasonal live-ops in gaming are shifting from traditional calendar-based events to manufactured milestones that drive higher engagement and revenue. While holidays like Halloween and Christmas remain industry staples, their direct revenue impact has declined, often serving more as acquisition channels for new players rather than monetization spikes. In contrast, events tied to established real-world spending habits, such as Black Friday or the Chinese New Year, continue to deliver measurable financial results. Ultimately, game-specific tentpoles—such as season launches, anniversaries, or major content updates—consistently outperform traditional holidays by providing players with compelling, unique reasons to engage. Successful live-ops strategies now prioritize these internal calendars, ensuring that content drops align with player expectations and meaningful progression gates rather than relying solely on the superficial thematic dressing of a calendar date.
Sign in to continue reading, translating and more.
Open full episode in Podwise